Why DealerSignals?

I walked away from a really good job once because I felt like we were taking advantage of dealers.

No drama. No big announcement. I just couldn’t do it anymore.

22 years in this industry will do that to you.

I’ve taken countless ups in the brutal TX heat and I’ve also had the stress of being a GSM and most decisions falling onto my shoulders.
I’ve met countless dealers across the country, spoken at conferences, managed relationships with dealer associations, and represented some of the biggest names in automotive tech.

And somewhere along the way I noticed something that I couldn’t unsee:

The data that vendors use to build their pitches, set their prices, and win business? It’s almost always data they produced themselves.

Dealers are making million dollar technology decisions based on vendor-funded research.

That bothered me enough to build something about it.

DealerSignals scans dealer websites to detect what software is actually running — across 16 technology categories and 300+ vendor signals.
No vendor money.
No sponsored rankings.
Just the data.

We’ve scanned 535 dealers across 9 states so far and some of what we’re finding is genuinely surprising.

Like this:

51% of independent dealers have paid advertising signals on their site.
Only 12% have any kind of online deal tool.

Dealers are paying to get shoppers in the door digitally……
But almost nothing is set up to close them once they’re there.

That gap is a story.
And there are a lot more stories in this data.

Signal Reports are live and free at dealersignals.com — pick your state and see what’s actually happening in your market.

More states dropping soon!
Building this one scan at a time. 🚗📊

— Will

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